“People ask me, ‘What's it like navigating the music industry?’ I’m like, ‘Well, we didn't really navigate the music industry. We navigated social media and the world of social media has eclipsed the music industry,’” says Comeau – singer, songwriter, producer and one half of alt rock-pop band, Loveless.
After exploding onto the Billboard charts with their emo version of Elley Duhé’s Middle of The Night, they’ve been busy feeding the algorithm with relentless 30-second cover videos of whatever song is trending in the charts or elsewhere on TikTok – and it’s working.
In a very short amount of time, the band has racked up 1.9 million followers on the platform and over two million monthly Spotify listeners.
“There's way more power in being an influencer than there is being a rock star,” shrugs Comeau. “A lot of people are afraid of that – they want the mystique and the image of, ‘I'm a rockstar,’ but for me it's like, ‘I don't care. I'll be an influencer’. I'll sell the Sunset Lamp if that means that people care about my band more,” he laughs.
“I remember reading years ago that Jared Leto decided to go into Hollywood because people weren't taking his band seriously. I think that's such a flex. It's like, ‘Man, nobody likes my band. I guess I'll just become an Oscar-winning actor and then people will care about my music.’”